[WillPS]

Alongside the packaging and CDN (bandwidth) costs it's worth mentioning there are other costs involved that don't scale.

There's encoding costs for the streams, both for the VOD assets (charged once per encode) and the live streams (charged per minute), which are charged regardless of viewers. For the VOD assets there are of course storage costs. For live services, be it the traditional linear services or the FAST services, there are also playout costs involved.

Not to mention the costs of running and developing the platform and the staff that go with it.

Yes, but ignoring the FAST service related costs those are all sunk costs which ITV is totally committed to; there's no question that ITV see ITV X as their future.

The same cannot be said of the costs of broadcasting CITV, ITV Be or the 4 +1 services.